WHAT'S HOT AND WHAT'S NOT
August 2026
While the national mood remains predominately negative, net negative emotions have seen a dip while net positive emotions have increased. Anxious, Calm, Relaxed, Frustrated and Stressed are the top feelings this month, followed by Hopeful and Safe. In line with the range of conflicting emotions, Nine’s audience is feeling both cautious and optimistic, however this varies with age. Nine’s audience is showing slightly more caution around spending, however 73% are still considering a major purchase in the coming year, with health-related purchases, domestic holidays and apparel the priority. Audience’s cautious spending is reflected in the increase of those paying for an ad-supported streaming service tier. However, Father’s Day still sees spending on gifts as well as meals either at home or out at a restaurant.
7 August - 10 August, 2026
Inside this month’s Consumer Pulse dip
Mood of the Nation
The national mood
The national mood continues to be dominated by a negative sentiment, however NET negative has seen a slight decrease from last month, while, the NET positive sentiment has continued to increase. This change reflects a stabilisation in the global unrest as well as Australians becoming more accustomed with the current state of the world.
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Dominant mood indicators
Departing from the negative sentiment dominance of the past few months, the list of emotions shows a variety of both positive and negative, with anxious, calm and relaxed the top 3 emotions. The paradoxical emotions experienced by Australians is maintained for the remainder of the list with frustrated, stressed and hopeful ranked 4th, 5th and 6th. Safe, annoyed, pessimistic and connected follow to complete the top 10 emotions.
This dichotomy in emotions reinforces how consumers have adapted to the current landscape and while they recognise the stresses, they also show resilience.
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NATIONAL MOOD BREAKDOWN
of the under 45 age group feel safe and connected
While emotional variety is present across all segments, the top emotions differ notably across demographics, particularly age groups. This month, 1 in 2 of those under 45 feel safe and connected, which is higher than older audiences. For those over 45, anxious and calm rank as the top emotions, with the third ranked emotion of pessimism higher for this group in comparison to younger Australians. There are some variations in sentiment across gender, with females' top emotion being anxious, while males primarily feel frustrated. Females are also more likely to feel overwhelmed, with it ranking 7th and significantly higher than males.
BRAND CONSIDERATION
To effectively navigate these contrasting emotional profiles, brands should tap into the strong sense of connection among younger audiences while delivering reassuring, low-pressure messaging for anxious female and older consumers, alongside direct, friction-free solutions to alleviate male frustration.
Conversation Starters
OUTLOOK ON THE YEAR AHEAD
of Nine's audience are concerned by increased political polarisation
Financial and personal security drives optimism however global instability contributes to caution
Nine’s audience is still feeling predominantly cautious about the year ahead, however optimism has seen a slight increase (4 percentage points). Optimism has particularly seen an upward trend among younger audiences, while contrastingly those over 45 have seen a shift towards a more cautious outlook (8 percentage point increase). This indicates a divergence in consumer sentiment driven by life stage, with younger audiences feeling hopeful, while older audiences remain careful. Optimism is centered on personal factors with this outlook stemming from financial security, strong relationships with family and friends, and an inherently positive disposition.
Concerns remain due to global and economic instability. Across all age groups, Nine’s audience are particularly concerned by increased political polarisation, which has seen a 10 percentage point increase from last month (now at 76%). Other concerns include global conflicts affecting fuel prices, and national security (63%), as well as rising prices for essentials, however this has dropped by 9 percentage points month on month. For those over 45 and females, global conflicts are a more significant concern. Additionally, males are feeling more secure in their jobs in comparison to last month, with concerns about loss of employment dropping 7 percentage points.
BRAND CONSIDERATION
To navigate this life-stage divide, brands should leverage younger audiences' personal optimism with hopeful, connection-led messaging while offering reassuring stability and unifying experiences for older consumers facing macro uncertainties.
Purchase Consideration
Consumers spending is shifting towards health and property.
Across all of Nine’s audience, there is caution around spending with a 10 percentage point increase from last year in those not considering any major purchase, however despite this, 73% are still considering at least one big-ticket item. The top purchase being considered is health related (23%), which is driven by older Australians, followed by a domestic holiday (20%) and apparel (19%). This suggests that health and well-being are priority areas for consumers this month.
Compared to this time last year, Nine’s audience is also placing a higher priority on home and lifestyle, with increased consideration for home improvements and property investments, suggesting consumers are looking to take advantage of the current property market trends. Those under 45 in particular are looking to break into the property market. The caution around spending is seen in the 14 percentage point decrease in those considering an international holiday, however this is lower among males. In addition, males show high consideration in investments.
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STREAMING
of Nine's audience consider an ad-supported subscription to save money on entertainment
Consumers are focused on value driven viewing, with an increase in ad-supported streaming
Among Nine's audience, 3 in 4 subscribe to at least one paid streaming service. Ad-supported streaming subscriptions have risen 12 percentage points from this time last year to 55%, with particularly high uptake for those over 45. This suggests that consumers are becoming increasingly comfortable managing costs of content through ad exposure.
Those who subscribe or are considering an ad-supported subscription cited the primary motivations saving money on entertainment (37%) and combating subscription price rises (34%). The primary reason for subscribing and consideration varies slightly for younger audiences, with 44% saying they are trying to get more value due to rising cost of living pressures (44%). Ad-support subscriptions as a way to trial a new service (40%) is the secondary reason among this group.
BRAND CONSIDERATION
As consumers increasingly embrace ad-supported streaming to offset rising living costs, brands should capitalise on these high-uptake environments by delivering value-focused messaging to cost-conscious older viewers and low-barrier entry points for trial-seeking younger audiences.
FATHER'S DAY
of Nine's audience find it difficult to buy a Father's Day gift.
Father’s Day celebrations include gifts and meals, however consumers are utilising online gift inspiration
1 in 2 celebrate father’s day for a variety of relatives, partners and friends. Celebrations include buying gifts (40%), as well as having a meal together either home cooked (36%) or at a restaurant (30%). When looking for gifts some are well organised, starting to think about it a month before (35%), however others prefer to leave it closer to the day, beginning to look a week before (32%). However, finding the perfect gift can be difficult with 44% finding it hard to buy Father’s Day gifts. As a result when buying for their Father figure or partner, 36% - 41% look for some inspiration on the internet, particularly younger audiences.
BRAND CONSIDERATION
To alleviate gift-buying friction across broad Father's Day celebrations, brands should target both early planners and last-minute shoppers with easily discoverable online inspiration, curated gift guides, and shared dining experiences.
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